A healthy change is taking place: Consumers are demanding that brands engage them in conversations versus one-way blasts.
But for this to be effective, both consumers and marketers have to change previous behaviors.
Consumers have to recognize that to receive more relevant and personalized communications, offers, and experiences, they need to provide deeper personal or business information.
Marketers have to recognize that to competitively differentiate, they have to provide significantly more personalized communications, offers, and experiences. However, true personalization is based on much more than traditional transactional data. Marketers must earn the right to collect increasingly deeper levels of preference-based data.